If at first you don’t succeed, try try again. That’s what the after school specials you grew up watching always told you, and as it turns out, that advice is particularly relevant for B2B marketers even today.

Most people who visit your site don’t convert on their first trip. According to Optify,97 percent of your potential customer base will leave your site after their first visit without buying anything—giving up on them leaves a lot of money on the table.

Retargeting ads and content toward those customers that have come and gone is a great opportunity for B2B companies. The click-through rate for traditional display ads is just 0.07 percent, but multiplies to 0.7 percent when ads are retargeted.

“Retargeting, when done strategically, has the ability to recapture and convert lost prospects and keep current consumers consistently engaged,” said Kim Giroux, VP of paid advertising at ZOG Digital.

Giroux shared a few pointers for bringing the customers who came and went back into the fold.

1. Segment your audiences. One of the great advantages marketers have with display advertising is the ability to segment their audience into smaller subgroups. This is particularly helpful for retarget ads as you can push content to groups based on what you already know about them. Break the audience down by age, gender, location, browsing history and at what point they left the conversion funnel. “By using this data, marketers can push content that is geared to catch the eye of the target user and bring them back into the funnel,” Giroux explained.

2. Be timely and relevant. It’s crucial that the content of retargeted ads be on point. After all, you’re going for people who are clearly familiar with your brand. If you sell specific products or services, pull images for the specific products they viewed into the ad. But while you want to get their attention, make sure you don’t overdo it. “Limiting the frequency with which users are shown retargeted ads is also vitally important,” Giroux said. “B2B marketers should focus on making sure the target user is impacted, while avoiding showing them an ad on every site they visit.” Building in a mechanism that can stop retargeting efforts after a set amount of time or a certain point along the funnel can be very helpful.

3. Build dedicated landing pages. The more personalized your efforts to bring these prodigal sons back home the better. Since you can already target to specific slices of your audience, ensure the landing page they go to is as personalized as possible for that group. “These landing pages can be personalized to not only the demographic of the target audiences, but also where they left the conversion funnel previously, allowing users to bypass steps that they already moved through, making it as simple as possible for them to convert,” Giroux recommended.

4. Test and tweak. As always, measure everything to see what works best and recalibrate when necessary. You can track the performance of different landing pages, content, calls to action, images and targeting to figure out what works best. “Using this testing data, marketers can continually optimize retargeting efforts, maximize the return on investment,” Giroux said.